Burger King mocks IHOb name change and people are loving it

Breakfast lovers across the U.S. reacted in outrage, even prompting IHOb's newest rivals, including Burger King and Wendy's, to taunt the American breakfast chain.

Following IHOP's big reveal that it was changing it's name- for now anyway - to IHOb to promote the debut of its new burgers, fellow restaurants like Wendy's and Denny's took to social media on Monday to mock the rebrand. The pancake chain announced this week that the "b" stands for "burgers".

Following news of the restaurant's much-ballyhooed-albeit-temporary name change to IHOb on Monday morning, restaurant chains including Wendy's, White Castle and Whataburger (among others) have been mercilessly trolling the flapjack franchise on their Twitter accounts. The company has also been sharing more photos and tweets about their pancakes. BK appropriated the tag line from a recent Taylor Swift hit: "Sorry, old Burger King can't come to the phone now".

Customers were quick to celebrate the rise of Pancake King.

"A team of people went to school for years and collectively paid hundreds of thousands of dollars - if not more so they could present us with this marketing masterpiece", one person commented on Facebook.

International House of Pancakes touts its burgers above its tabletop pancake syrup offerings at a Sunset Drive IHOP on June 12, 2018. Born too early to explore the universe.

Here's how other fast-food chains - and a few brands outside the restaurant industry - responded to the viral IHOb announcement.